Will a Rival's Better Quality UI Suddenly Destroy Your Business? by Doug Lescoe
My rating: 4 of 5 stars
I received a free copy of this book from the author in exchange for this review.
User Interfaces (UI) can be frustrating, or they can be helpful. I still remember the days of DOS commands, trying to remember what to type in. Then Apple came out with Macintosh, and later, Microsoft with Windows, and things got easier. UIs also encompass more than computers. How many of you have called customer support, only to get this message: "Thank you for calling [company name]. For [this department], press 1. For [next department], press 2." When you finally push a button, you hear, "All of our representatives are currently assisting other callers. Please wait for the next available customer service representative." [Cue elevator music.] Then, about 20 minutes later, when someone answers, you get put on hold again, with more elevator music. "This call may monitored or recorded for quality assurance purposes." Really? Then why hasn't the process improved any? This is an example of bad UI.
In this very short book, the author lays out reasons why UI is so bad, and why people accept it. UI is traditionally programmed by computer programmers, who don't usually worry about customers. (I learned that in the early days of computers, especially with DOS commands.) Customers put up with it because they believe that's the way it is. It doesn't have to be that way. Personally, I understand poor UI if it's a beta test, and they're trying to get customer input on how to improvement. For too many companies, however, the beta test doesn't end. This can be a problem. If no improvements are made, customers may eventually leave for a competitor. One of the biggest suggestions the author makes is to get programmers and marketers together to work on the problem. The one area that can be a problem is government. Unlike private companies, you can't just go elsewhere if you're dissatisfied.
All in all, a good little book. I wish more companies would listen. I'm still waiting for the phone interface to get better. [Cue elevator music.]
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